“That’s what keeps the ball rolling, keeping it in the public eye,” Herrick said. “You go one place or another place and notice they have another organic item.”

Over the airwaves

Herrick says he does all he can to keep the momentum going. He has his own weekly regular radio spot designed to update listeners on the latest in organic produce.

He does a one- or two-minute segment called “Voice of the Market,” which airs not only on a local station but also can be heard up and down the West Coast and in markets as far away as Bel Air, Md.

“Sometimes I report right from a farm. Other times, I’m calling from the market and talking about what’s in season or there’s a particular item or category they want to deal with and I talk about the produce point of view,” Herrick said.

“I talk about what’s eating good and what to expect.”

The segment is part of a show called “An Organic Conversation,” which launched in 2009 as a forum to address “environmental and social challenges, healthy living and sustainable choices,” according to the show’s website.